Expedia’s Made to Travel was a global invitation to see more of the world, built around the belief that there’s a traveller in all of us. Its arrival in the UAE accompanied Expedia’s expansion into the market, making this an important introduction to the brand and what it stood for.
As Associate Creative Director for the UAE and KSA, I worked closely with the global team to bring the campaign to both markets across film, print, digital and OOH. My involvement ran through the work itself: reviewing every film cut, casting and directing the Arabic voice talent, and selecting the OOH executions.
That meant considering the language and cultural details alongside how everything looked and sounded. How a voice delivered the script. How the Arabic sat within a layout. Whether a headline could be read at a glance. These decisions shaped how people would experience Expedia here, and I wanted to give every part of that introduction the attention it deserved.
